Examples of DA applications in marketing

Which clients’ invoices should be specifically examined?

A large wholesale company serves thousands of clients, and carries a heavy debt of unpaid invoices. DALSolution found the “critical day” – Friday, and helped identify the following rule:

Two factors, both “Friday” and “Range of invoiced amounts” are significant.

Once the critical bounds on the invoiced amounts were computed, company managers started to focus more attention on these transactions, which decreased losses.

How can the assortment and layout of products in a supermarket be optimized?

DALSolution helps to analyze customer preferences, taking into account both their interests and buying patterns. In the following simple situation, a supermarket’s checkout records were examined. DALSolution helped to find which of the largest suppliers A, B, or C, were most successful among buyers.

Combination of items in a customer’s basket	% of cases
Only products of company C	78%
Only products of company A	55%
Only products of company B	44%
Products of companies A and C	40%
Products of companies B and C	33%
Products of companies A and B	11%

Based on these results, in the supermarket’s retail area products were arranged in the following order: first products of supplier C, then A, and, immediately at the checkout – of company B. This minimized the time clients spent searching for particular products, increased the throughput capacity of the retail area, and resulted in increased revenues.